I run a business that does outreach for agencies and can attest to the fact this there is still PLENTY of opportunity building sites for small business. We were "throwing so many fish back in the water" that had too little budget...but they had SOME budget so we spun out a business for that. I am a terrible WordPress programmer and only a moderate designer but even I make nice income from this division of our business. We build a 5 page brochure site for $1500 then charge $100/month for security and hosting . It adds up fast.

Soft skills are crucial, building a referral network is crucial.